Baltic Cultural Tourism Policy Paper · According to the vision cultural tourism in the Baltic countries will by the year 2006 be an approved branch of the national economies and

Baltic Cultural Tourism Policy Paper

Short versionEstonian, Latvian and Lithuanian National Commissions for UNESCO

2001 – 2003

The present Baltic Cultural Tourism Policy Paper was produced with financial and intellectual inputs and support of UNESCO


Link to full version:http://www.unesco.ee/dok/bct_full.doc

TABLE OF CONTENT

Executive Summary 3

Project outline and process 4

Baltic countries in a nutshell 4

Definition 5

The Importance of Culture Tourism 5

Evaluation of the current Cultural Tourism Policy in the Baltic countries 6

Responsibility on state level 6Plans and strategies 7Coordination 7Implementation of laws and policies 8Know-how support and Information 8Financial instruments and tax policies 9Real estate tax, access and restrictions 9Company income tax 10Local governmentsÕ financial policies 10VAT 10Use of taxes on car traffic 10Carrying capacity 11Public access 11Fences and hindrances 12Building accessible for all people 12Information material 12Tourist information offices 12Sign and site information 12Internet portal 13Food and drink quality regulations 13Support in time 13Pre-structural funds 14

© UNESCO© Ain Hinsberg© Richard B¾rug© Kestutis Ambrozaitis


EXECUTIVE SUMMARY

According to the vision cultural tourism in the Balticcountries will by the year 2006 be an approved branch ofthe national economies and a leading power of nationaltourism economies recognized in the Baltic Sea Regionand known on the international market as a productconcept based on genuine culture and heritage in a sustainable way.

The main goal of cultural tourism development in theBaltic countries is to ensure sustainable economic, socialand cultural development combined with preservationand active enhancement of cultural resources throughincreased supply, diversity and quality and sale of viablecultural tourism services. Based on the current situationand in order to ensure a sustainable development ofcultural tourism in the Baltic countries it is of crucialimportance to:

• clearly define the responsibility for the development of cultural tourism on a state and ministerial level;

• adopt strategy documents on cultural tourism;

• provide more know-how support to owners of cultural, historical and architectural monuments;

• create financial instruments and tax policies that stimulate the development of cultural tourism;

• continue to implement laws and adopt tough policies to protect cultural heritage against pressure from other interests;

• introduce policies and positive measures to promote access to public and private sites of cultural tourism interest;

• make sites more accessible for all people, including people with physical handicaps;

• provide information in more languages;

• tailor opening hours of sites as well as tourist information offices to the needs of tourists;

• set up more signs and information on how to reach cultural tourism sites;

• set up a Baltic cultural tourism internet portal;

• make food and drink quality regulations pragmatic to allow samples of local cuisine and local beverages for tourists;

• ensure that public support for cultural events can be given 2 years before the event;

• allocate more public funding to add value and renovate,

restore and protect monuments, shrines, museums, archaeological and historical places;

• survey revenue flow and leakage of cultural tourism;

• implement tourism impact survey and establish carryingcapacity for the sites;

• make the tourism industry more use cultural and historical heritage;

• more support handicraft traditions;

• focus on music and dance to develop cultural tourism;

• use minority cultural heritage and rich multicultural resources;

• use the soviet heritage;

• make use of features that have been kept more or less unchanged for the past 50 years

• pay more attention to cultural tourism in education andresearch;

• establish systematic, regular and long-term partnership with enterprises;

• discuss the touristification of culture;

• commit the policy-makers to sustainable development;

• establish rules for sustainable cultural heritage and tourism development;

• ensure the awareness and access to protection and conservation know-how;

• strengthen the dimension of intangible cultural heritage in cultural tourism;

• facilitate communication between professionals and the community;

• strengthen international co-operation;

• strengthen international marketing of Baltic cultural tourism products;

• conduct market research;

• increase round-the-year tourism;

• develop the Baltic countries as an exemplary regionof cultural tourism;

• broaden cultural tourism product range;

• monitor and improve product quality;

• cover the whole region and seasons with available cultural tourism services;

• develop an investment policy to support investments in cultural tourism;

• consolidate cross-sector cooperation;

• make more efficient use of proximity to the key source markets;

• use more efficiently domestic market;

• provide systematic training opportunities;

• involve more old people in cultural tourism activities. 3

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PROJECT OUTLINE AND PROCESS

The present Baltic Cultural Tourism Policy Paper has beenproduced with financial and intellectual inputs and thesupport of UNESCO.

The Implementing Authority of the Baltic CulturalTourism Policy Paper project carried out in autumn 2001 – spring 2003 has been the Estonian NationalCommission for UNESCO in cooperation with the Latvianand Lithuanian National Commissions for UNESCO.

The project has aimed at enhancing cooperation amongcultural policy makers, local authorities, heritage circlesand tourism people with a view to translate the willingnessand understanding of the necessity for joint action intoconcrete policy and activities. The outcome of the projectis the present Baltic Cultural Tourism Policy Paper.

The project will contribute to achieve UNESCO’s priorityin the field of culture that is “the protection of culturaldiversity and the encouragement of pluralism anddialogue between cultures”. By contributing to thestrengthening of the links between culture anddevelopment, through tourism, this project is alsocoherent with the Plan of Action adopted at theIntergovernmental Conference on Cultural Policies forDevelopment, Stockholm 30 April – 2 March 1998.

The process of developing the policy paper has includingthe launching of public discussions in the three Balticcountries on cultural tourism. Working groups wereestablished in all the three countries with representativesfrom the tourism and culture sector. A series of meetingwere held both on national and pan-Baltic level to collectand discuss information for the policy document. The working groups collected information and viewpointsfrom ministeries, tourism organizations, museums andother sites, tourism companies, culture institutions andothers with a direct or indirect connection to culturaltourism. Several round table discussions were organized.This work culminated with a Baltic Cultural TourismConference in Tallinn in May 2003 – organized in co-operation with UNESCO, WTO, BTC, EU, CoE,ICOMOS, ICOM, Nordic Council of Ministers and

relevant state authorities to discuss the draft policy paper.The policy paper will be submitted to UNESCO, BalticAssembly and other institutions that in particular can havean influence on the future development of culturaltourism in the Baltic countries.

BALTIC COUNTRIES IN A NUTSHELL

One recent political entity with three historically and culturally different ancientEuropean nations

The Baltic States are and always have been a part ofEurope. Soviet ideology did its utmost to disabuse theWest of these notions and fifty years of propaganda did its work. By the 1980-1990s many confused the Baltic withthe Balkans, and thought of it simply as a part of Russia,where people spoke a dialect of Russian.

There are distinct cultural differences between the Balticcountries, as there are between Germany and France.

The Lithuanian and Latvian languages are both part of theBaltic language family, but the languages are not so closethat people can understand each other using the twolanguages. Estonian and the Liv minority language inLatvia are Finno-Ugric languages and closely related toFinnish. For Latvian and Lithuanians the folksongs daina –in their essence different – are as important as the sagas tothe people of Iceland. All the three Baltic nations share theunique national Song Celebrations and Open-Air Stages,sometimes referred to as Song Stadiums. The presentimportance of culture to all the Baltic people is symbolizedby the female Latvian president Vaira Vî˚e-Freiberga,known for her books on the unique dainas.

Lithuanians are almost entirely Roman Catholic; theLatvians and Estonians are traditionally Protestant exceptfor the catholic eastern part of Latvia – Latgale. Estoniaand Latvia look to the Baltic Sea, and for these twocountries maritime interests and fishing are moreimportant than for Lithuania, where agriculture


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historically has played a very important role. Lithuania is in many ways oriented towards Poland and CentralEurope, while Estonia and Latvia’s orientation is moretowards Scandinavia and Germany. In addition, Estoniahas always had a close relationship with Finland.

The source for many of these differences and similaritiescan be found in history. Common invasions, commonmilitary occupations, common policies directed by foreignpowers against the region have all left their imprint,politically, and culturally. The peaceful Baltic SingingRevolution represented by thousands of Estonians,Latvians and Lithuanians holding hands from Tallinn toVilnius on August 23, 1989 showed Baltic solidarity, unityand wisdom in fighting a foreign aggressor in the yearsleading up to the re-establishment of independence in1991. For an outsider it is thus more than natural to speakof the Baltic countries as a group.

The Baltic region has been under domination for most of recorded history by the Soviet Union, Russia, variousgroups of knights of primarily Germanic origin, Poles orSwedes. In modern times the three Baltic nations wereindependent only from 1918-40 before 1991.

From the late 12th century to the start of the 20th, presentEstonia and Latvia – previously known as Estonia, Livoniaand Courland were controlled by Germanic noblefamilies, speaking a Low German dialect prevalent duringthe days of the Hanseatic League. During this period, citiesin both Estonia and Latvia were Hanseatic centres, and atone point, Riga was the largest city in the SwedishKingdom. Influence has mainly come from the NorthernEuropean neighbours.

Lithuania, on the other hand, was at times linked toPoland and one of the most powerful states in Europe atthe time. By fighting the aggressions in the East and Westthe Grand Duchy of Lithuania managed in the 1400s tobecome the largest political entity of the day, stretchingfrom the Baltic Sea to the Black Sea.

Even after being absorbed into the Russian EmpireLithuanian lands remained separate from those of Estoniaand Latvia. The lands of Lithuanians were broken up intodifferent groupings, and Lithuanians’ links were withPoland or Prussia.

Historically the differences between the Baltic States andScandinavia have been overemphasized, just as thesimilarities between the Baltic States have been over-dramatized. As time passes the entire Baltic regioncomprising both the Baltic States and Scandinavia will beseen as a region with strong internal ties that in differentways link all of these countries and cultures. Economically,politically and culturally the Nordic interest for and in theBaltic states is stronger than ever.

Good neighbour relations is one of many reasons why theBaltic states around the turn of the millennium have thefastest growing GDP and economy in Europe.Furthermore, accession of the Baltic countries toEuropean Union represents a return to the era before therise of the nation state when the Baltic Sea states were alllinked to each other in the form of the Hanseatic League.

DEFINITION

Cultural tourism means travel concerned withexperiencing cultural environments, including landscapes,the visual and performing arts, and special (local)lifestyles, values, traditions, events as well as other ways ofcreative and inter-cultural exchange processes.

THE IMPORTANCE OF CULTURAL TOURISM

Cultural tourism is important for various reasons; it has a positive economic and social impact, it establishes andreinforces identity, it helps build image, it helps preservethe cultural and historical heritage, with culture as aninstrument it facilitates harmony and understandingamong people, it supports culture and helps renewtourism.

The economic and social impact is caused by the incomescreated by the cultural tourism business and supporting



facilitate cultural harmony and understanding amongpeople. More in-depth knowledge of other peopleÕsculture will stimulate understanding and a wish tocooperate. It promotes communication and integration.Cultural tourism brings extra income to culture and isthus a very important supporting factor for culture itself.And as cultural tourism helps differentiate demands andexpand the season, it is essential in further developing thetourism industry. Cultural tourism is more in line withmodern trends and is thus likely to see a further increasewithin the tourism sector. Cultural tourism is in line withthe demand created by the rising educational levels, theaging population, the increasing economic role of women,the increase in short trips and the general search formeaning among people. The so-called theme parks havecreated increased interest in cultural tourism and internetis ideal to promote cultural tourism. The cultural touristsspend more money than the average tourist and travel fora longer time. As the increasing pace of life creates needfor free time and preservation of past, cultural tourismbecomes big business.

EVALUATION OF THE CURRENT CULTURALTOURISM POLICY IN THE BALTIC COUNTRIES

Responsibility on state level

The Baltic governments have not defined which ministryon a state level is responsible for the development ofcultural tourism. State tourism policy is generally shapedindependently from cultural policy. Consequently in theBaltic countries cultural tourism falls between two ormore chairs. Neither the ministries of economy, which areresponsible for tourism, nor the ministries of culture havetaken full operational responsibility for the developmentof cultural tourism. The ministries are awaiting a government decision before taking action. As a resulttourism companies have difficulties in finding a stable andcompetent partner on the state level to discuss culture and

businesses. There is an increase in local production sincethe cultural tourism activities are strongly connected with other branches of economy. As cultural tourism is employment demanding, there is an increase inemployment in the area, as guests participate andappreciate local culture. This helps keep people in theregion, which is a positive catalyst for regionaldevelopment. It, thus, improves the demographicsituation in regional areas by giving a perspective to theyouth. Cultural tourism is a key instrument in regionaldevelopment strategies in EU countries. Cultural tourismleads to better overall infrastructure and livingenvironment — not only for tourists, but for the hostcommunity, as well as the activities encompass the wholeterritory of the destination. As cultural tourism gives thedestination an identity, it gets known, this attractsinterests and people, which again helps to market localproduction in general. Positive for the economic andsocial development is that cultural tourism generates newideas and a wish to cooperate among the local population.

Cultural tourism helps to establish and reinforce anidentity. This is an essential element in preserving andenhancing national and local pride and spirit.

Culture and heritage features are essential in building a countryÕs image, thus cultural tourism can be on of thekey instruments in developing a positive image of a country internationally.

Cultural tourism helps preserve the cultural and historicalheritage. Tourism makes an important contribution toculture and historical heritage by providing means forkeeping the traditions alive and finances the protection ofheritage as well as increases visitor appreciation of thatheritage. In short — more public interest and more fundsfor protection. Tourism interest in the heritage site can bethe key in providing political support for the managementand protection of the heritage in question. Well-managedcultural tourism can encourage the revival of traditionsand the restoration of sites and monuments. Culturaltourism makes it possible to find the balance betweenprotection and the use of heritage. If overused, the site isruined, and there will be no future income. In such a waythere is a natural need for sustainable thinking.

In a world that is troubled by conflicts and xenophobiaoften based on misunderstandings, cultural tourism can6

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cultural tourism issues. In order to establish a bettercoordination of culture and tourism, the Estonian TouristBoard has convened the national cultural tourism workinggroup in April of 2003.

Recommendation:

The Baltic governments are recommended to define whichministry on a state level is responsible for the development ofcultural tourism or alternatively establish an inter–ministerialwork group to coordinate issues related to the development of cultural tourism. The work group should includerepresentatives from the ministry regularly responsible fortourism development, the ministry of culture and any otherministry, which decisions are of major importance for thedevelopment of cultural tourism.

If a inter-ministerial work group is chosen, then it should beled by the representative from the ministry responsible fortourism development, that is in all Baltic countries, theMinistry of Economy.

Plans and strategies

Cultural tourism is mentioned in a series of nationaldevelopment plans and strategies, however mostly briefly.In national tourism development plans or programs inEstonia, Latvia and Lithuania there is no separate chapteron cultural tourism. The Estonia’s Tourism NationalDevelopment Plan for 2002-2005 points out, that themain tourism resources of Estonia are historical heritage(city centers from the Middle Ages, fortifications andmanor houses), cultural heritage (music, dance andhandicraft, folk festivals), natural environment (landscape,waterbodies, conservation areas).

Only Lithuania has on a national level adopted a strategydocument on cultural tourism that describes whatinstitutions are going to do what to foster culturaltourism. The document was adopted in 1998 by theMinistry of Culture, but it was not implemented. In thecase of Latvia, a draft for a national document on themain principles for the development of cultural tourismhas been developed.

A positive trend is seen in regional and local developmentplans. For example, cultural and historical heritage is

specifically named as one out of seven priorities in theDevelopment Strategy of the Vidzeme Planning Region in Latvia.

The City of Rîga, Latvia has worked out a CulturalTourism Concept.

The development plan of the Estonian city of Tartu notonly mentions cultural tourism, but as well defines howcultural tourism should be developed in 2004-2006.

The Development Strategy for the City of Vilnius inLithuania, approved by the City Council in 2002, includesa large variety of activities facilitating cultural tourismgrowth. However, the term cultural tourism is not oftenused.

Recommendation:

It is recommended that there should be more focus,preferably a separate chapter, on cultural tourism in nationaltourism development plans or programs. The Baltic statesshould on national levels adopt strategy documents oncultural tourism that describes what institutions are going todo what to foster cultural tourism. Cultural tourism shouldbe properly dealt with in regional and local developmentplans and programs, as well.

Coordination

The coordination between state, regional and localgovernmental offices, non-governmental organizationsand tourism companies in developing cultural tourism is sometimes criticized of not being sufficiently strong.This can partly be explained by the unclear position ofresponsibility on the national level.

Recommendation:

The coordination between national, regional and localgovernmental offices, non-governmental organizations andtourism companies in developing cultural tourism should bestrengthened. A more clear position of responsibility on thenational level regarding cultural tourism will have a positiveimpact on this issue.


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Implementation of laws and policies

All the Baltic countries have laws on tourism. The countries have no separate law on cultural tourism.Tourism is as a rule not mentioned in legislation relatingto culture. Some laws are closely linked to thedevelopment of cultural tourism. A good example is thelaw “On the Preservation and Protection of the HistoricalCenter of Rîga” adopted by the Latvian parliament Saeimaon April 16, 2003 partly as a response to threats of anuncontrolled building process and the inability of the Cityof Rîga to sufficiently protect the cultural heritage of thecity’s historical center.

The Baltic governments have increasingly earned respectfor implementing the laws and adopting a tough policy toprotect the cultural heritage against pressure from otherinterests.

In March 2003 the Latvian minister of Culture, IngünaRîbena confirmed the decision made by the StateInspection for Heritage Protection to grant a status as a historical monument to the fortification namedKométforts putting an end to the plans of “Baltic OilTerminal Ltd.” to build an oil terminal in Rîga’sDaugavgrîva. The company had threatened to go to courtand sue the public authorities for several million USdollars in case the works on developing the oil terminalwere stopped.

In Tallinn the construction of a new street between Rävalastreet and Stockmann department store was significantlypostponed to allow proper protection and preservation ofthe discovered remnants of the medieval buildings. Sincethe construction was scheduled to end before theEurovision Song Contest to be held in Tallinn in May2002, it was not an easy or popular decision to make.

The implementation of rules and regulations are howevernot always successful. Decisions taken on zoning on a lower public can have serious implications for thecultural and natural environment.

An example is Pärnu City in Estonia where the CityAuthorities changed the border of the Beach Park(Estonian: Rannapark), which is a protected area, and as a result it currently appears to be possible to build a 5-storey building right next to the beach in the area

which was supposed to be under protection. As thedecision to move the border of the protected area was notdealt and approved by the City Council – as it should bedone – it is not clear what authority carries theresponsibility according to Estonian legislation. The wholeprocess has raised a lot of heated feelings and discussionsin the local community, which seems to confront the stepstaken by the authorities.

At the same time the same City Authorities initiated a planning for the resort and creational zoning for the yearsto come, which should be mentioned as a positive step.

Recommendation:

The Baltic governments are recommended to continue toimplement laws and adopt tough policies to protect thecultural heritage against pressure from other interests.Change of zoning should not be accepted if this can harm the cultural environment.

Know-how support and information

The Baltic countries have strict rules that regulateconservation, reconstruction and renovation of objectsthat are defined as cultural, historical or architecturalmonuments. Limited know-how support is provided bythe heritage authorities to owners of such monuments.However, in the case of Latvia and Estonia, different fromthe General Building Regulations that outline a clear andprecise system of getting a building permit, there arecomplaints that there is not a clear and transparent systemfor getting a permit from the State Inspection of CulturalHeritage if the object is a cultural, historical orarchitectural monument. Moreover, there is no publicdata base or information available on works that havebeen carried out previously by other owners of suchmonuments. This can sometimes make it difficult forowners of castles and manor houses to develop thesebuildings for cultural tourism purposes. Sometimes itappears that the protection restrictions make it even fairlyimpossible for an owner to develop the property for publicand commercial use, although the main idea of thesustainable development is not to protect in the restrictiveway only, but mainly ensure supported and healthydevelopment in the interests of all stakeholders andaspects.


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In Lithuania, according to tourism experts, the system isso complicated that it functions as an invitation to givebribes to officials. This can partly explain why a series offacades of buildings in the old city in Vilnius have bigmodern windows, which is not in line with laws andregulations. Such developments can according to heritageexperts also be a consequence of an insufficient number of inspectors to control the situation and the currentadministrative fee system that is complicated, time-consumingand hard to enforce. In the case of the Alatskivi castle inEstonia, the EU-funded reconstruction was put in dangeras the heritage authorities imposed stricter regulations onthe property renovation half-way into the process and theallotted funds did not allow for the latest criteria to befollowed fully.

Recommendation:

More know-how support should be provided by the heritageauthorities to owners of buildings that are defined ascultural, historical or architectural monuments. Easyunderstandable information in paper format and on theinternet should be available on how to proceed and whatregulation to observe when owners want to preserve, renovateor restore their buildings. It is recommended that the StateInspection of Cultural Heritage and similar publicauthorities develop precise, transparent and streamlinedsystems for getting permits for those owners that intend topreserve, renovate or restore buildings of cultural, historicalor architectural value. This should include a clear and openpolicy on what documentation that should be submitted. A public data base or information on works that have beencarried out previously by other owners of such monumentsshould be made available. This could make it easier forowners of castles and manor houses to develop thesebuildings for cultural tourism purposes.

Financial instruments and tax policies

Baltic financial instruments and tax policies function bothas stimulus and obstacles for the development of culturaltourism.

The more funds are invested and the better is the shape of a cultural, historical or architectural monument, the higher becomes its value and as a result, the higherbecomes the tax to be paid. That is currently the situation

in Latvia. In such a system the owners of such monumentscan sometimes be motivated to keep their building ormonument in a bad condition.

Recommendation:

Baltic financial instruments and tax policies should functionas stimulus for the development of cultural tourism. The systems should motivate owners to add value and keeptheir building or monument of cultural, historical orarchitectural value in a good technical condition.

Real estate tax, access and restrictions

In Latvia there are real estate tax relieves only for cultural,historical and architectural monuments of so-callednational significance. A large number of monuments ofinterest to tourists and of cultural, historical andarchitectural importance fall outside this definition andthe owners have to pay taxes as regular businesscompanies. If there is economic activity, like for instancehotel operations, real estate tax has to be paid even if themonument is of so-called national significance. Despitethe fact that these owners have to respect a series ofrestrictions when renovating and developing theirproperty, they don’t get any compensation from the state;on the contrary they get financially “punished” if theykeep their building in good technical condition and try todevelop cultural tourism. Regardless whether or not theowners decide to keep and restore their buildings with theoriginal historical interior, whether or not they decide toopen it up for the public or whether they decide to keepand restore wooden buildings or brick buildings, the realestate tax is the same.

Recommendation:

It is recommended that real estate tax is abolished for a period of no less than 10 years if a building is successfullypreserved, renovated and restored and either by nationalauthorities responsible for the protection of the culturalheritage considered to be a monument of nationalsignificance or by the local government considered to havelocal cultural, historical and architectural interest. Such a system can broaden the number of buildings that can beexempt from real estate tax and thus have a positive impacton cultural tourism development. Such buildings can receive


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permanent tax relief status, as well. Economic activity, likefor instance hotel operations, should not be considered as anargument for not giving real estate tax relieves.

Regular public access to the buildings should be a requirementfor obtaining tax relieves.

If restrictions on the use of the building cause financial lossesto the owners that keep their building of cultural, historicalor architectural value in a good technical situation, a systemof compensations should be developed by the state.

Through additional financial incentives owners should beencouraged to keep and restore their buildings with theoriginal historical interior. Additional financial incentivesshould as well address those that want to keep, renovate andrestore wooden buildings.

Company income tax

There are no company income tax relieves for a certainnumber of years for those hotels or other tourismcompanies that try to re-develop estates and castles orother cultural, historical and architectural monuments.

If an owner of a castle or manor house is to follow all thestate requirements and restrictions and there are no taxdeductions, it often becomes too costly to restore thebuildings. As a result the buildings are not renovated andfall apart.

Recommendation:

Company income tax relieves for a certain number of yearsshould be given to those hotel or other tourism companyowners that try to re-develop estates and castles or othercultural, historical and architectural monuments.

Local governments’ financial policies

Some local governments have adopted financial policies to promote cultural tourism.

The city of Ventspils in Latvia has adopted a policy ofproviding long-term credits to those people in the city thatwant to renovate and keep building of cultural, historical

or architectural value in a good technical condition. Othercities in Latvia seem not to have the financial resources to offer the same system. During Spring time the Cityauthorities in Prnu, Estonia provide free paint incooperation with a paint company for the owners ofprivate homes, which are very often wooden buildings ofthe pre-WWII period, if they want to renovate the fac,adeof their homes.

Recommendation:

Local governments are recommended to adopt financialpolicies to promote cultural tourism by providing loans orproviding financial advantages to those that intend to keep,restore or renovate buildings and monuments of cultural,historical or architectural value.

VAT

All Baltic countries have lowered VAT on accommodationservices. In Estonia and Lithuania it has been lowered to5% (as of 1.01.2004), in Latvia to 9% compared to theregular VAT level of 18% in all the three Baltic countries.Cultural events are mostly exempt from VAT in Latvia.Cultural events in Lithuania are considered beingcommercial activity and are with a few exceptions chargedlike other businesses. In Estonia some reductions apply,but not to all events and cultural activities.

Foreign tourists can get a VAT refund on goods they bringout of Latvia if the value is more than 50 LVL (ca. 90 EUR).In Lithuania there is theoretically a similar system, but thepractical technology is not approved. Estonia does nothave such a system.

Recommendation:

VAT should be lowered to 5% on accommodation services inall Baltic countries. Cultural events should stay exempt fromVAT. There should be VAT refund for foreign tourists onpurchases that amount to 50 EUR.

Use of taxes on car traffic

Some local governments in the Baltic countries like Rgaand Jrmala in Latvia and Neringa and Trakai in


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Lithuania collect taxes when cars enter the city or a part of the city. Pärnu and Tallinn in Estonia used to have such a system, as well. Despite the fact that car traffic throughpollution and vibrations has an impact on the conditionof cultural, historical and architectural monuments, a verylimited percentage of the collected taxes are channeledtowards supporting the renovation of such monuments.In the case of Jürmala 2%, and in the case of Rîga 0% ofthe collected taxes were used to support the culturalheritage in 2002. In the old city of Tallinn in Estonia thereare no restrictions on car traffic anymore.

Recommendation:

No less than 40% of the taxes collected when cars enter cities or part of the cities, should because of the impact thatcar pollution and vibrations have on the condition of cultural historical and architectural monuments, bechanneled towards supporting the renovation of suchmonuments.

Carrying capacity

The Baltic countries have separate laws and well-functioninginstitutions that control environmental impact issues.Nevertheless, the carrying capacity related to tourismdevelopment is seldom investigated.

On the Estonian island of Kihnu a Social Impact Studyshowed that damage is done not so much to the nature asto the natural way of life as the local community’s carryingcapacity seems to be already close to the critical level when the active tourism season lasts only for 3 months.Previously the people on Kihnu were used to touristscoming for a 3 – 4 month summer season, but the coldwinter of 2003 and ice-covered sea have made it possibleand popular for tourists to come also during the winter,which has caused certain complications for a “hibernating”community. There are no restrictions on tourism imposedon the island yet, although the island is actively seekingthe status of UNESCO site, which may change the focuson tourism.

Recommendation:

A system of investigating the carrying capacity of tourismdevelopment including environmental and social impact

studies should be developed and applied in order to secure a sustainable cultural tourism development.

Public access

The public has usually access to sites of cultural tourisminterest. However, there are examples of difficulties ingetting access to both public and private buildings as wellas to shores of lakes, rivers and sea.

The Presidential Palace in Vilnius is an example, wherepeople must submit an application two weeks ahead oftheir planned visit to the palace. This makes it difficult forforeign visitors on shorter visits to visit this publicbuilding.

In Tallinn there is a initiative by the Presidential Office tokeep tourism buses away from the Presidential palace atKadriorg. Parking has been restricted, also in regards ofthe groups visiting the near-by Kadriorg Palace thathouses a museum.

In the Art Nouveau quarters of Rîga it is very difficult toget access to the inside part of the buildings, since the flatsare owned by private persons. No policies have beendeveloped to stimulate access to these buildings.

Recommendation:

Policies and positive measures should be introduced topromote access to public and private sites of cultural tourisminterest. If the owner of a public or private site is givenpreservation, renovation, restoration or other forms ofsupport from public authorities, an agreement should besigned that guarantees public access to at least parts of thebuilding at certain hours several times per week. In order to obtain any tax relieves the owners also have to sign anagreement that guarantees public access to at least parts of the building at certain hours several times per week.

Public authorities should pass decisions and integrate clausesin the legislation to ensure that at least a part of all publicbuildings of interest to tourists should be open at certainhours during the week.


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Fences and hindrances

Illegally constructed fences are making it difficult forpeople in all Baltic countries to enjoy free access to the coastline and to the shores of rivers and lakes asguaranteed by laws. In the old towns in Lithuania access to the historic courtyards is limited because the privateowners lock the gates. Public authorities are sometimescriticized for not being sufficiently active in fightingrestrictions on access to public areas.

Recommendation:

Public authorities should adopt stricter rules and moreenergetically react if the rules are not followed in order toavoid illegally constructed fences and other hindrances set upto make it difficult for people to enjoy their lawful free accessto the coastline and to the shores of rivers and lakes. Freeaccess is in the interest of tourists and will promote access to places of cultural and historical interest.

Building accessible for all people

A series of museums have lately implemented policies ofmaking buildings more accessible for all people, includingpersons with physical disabilities. New lifts and entranceshave been constructed. There are often discounts onentrance tickets for children, pensioners and persons withdisabilities. The Museum of Medicine in Rîga offers toursof the museum in sign language.

Recommendation:

All museums and other cultural institutions arerecommended to implement policies of making buildingsmore accessible for all people, including persons with physicaldisabilities. New lifts and entrances should be constructed.Discounts on entrance tickets should be given to children,pensioners and persons with disabilities.

Information material

Museums and places of cultural, historical and architecturalinterest often admit the necessity of improving people’saccess to expositions by offering information in moreforeign languages and by providing audio guides.

Frequently there is a lack of information material free of charge.

Recommendation:

People’s access to expositions should be improved by offeringinformation in more foreign languages and by providingaudio guides. It is recommended that more informationmaterials free of charge should be produced.

Tourist information offices

Tourist information offices, in particular those outside the capital areas, are often closed on Saturday andSundays and during the evenings, which makes it difficultfor tourists interested in culture to obtain information.Museums are sometimes criticized for not having openduring evening hours and for not having developed shopswith a broad selection of cultural products that couldprovide tourists memorabilia from the site and improvethe financial situation of the sites.

Recommendation:

Opening hours at tourist information offices should betailored to the needs of tourists. Tourist information officesand museums should be open during weekends and in thesummer season during evening hours. Flexibility and abusiness philosophy with more attention to profit-makingthan to strict opening rules regulations should beimplemented. Museums and other culture tourism sitesshould develop shops with a wider choice of cultural productsto sell in order to improve the financial situation of the sites.

Sign and site information

Despite rapid improvement, many culture heritage sitesare still a “well-kept secret” for tourists – there is a lack ofsigns and information how to get to the sites from roads,bike trails, railroad stations, bus stations and harbors.

Recommendation:

It is recommended that more signs and information how toget to the cultural tourism sites from roads, bike trails,railroad stations, bus stations and harbors should be set up.


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Information about sites of interest for cultural tourismshould not only be in the national language, but also in thelanguage(s) understood by the main groups of tourists likeEnglish, German, Russian as well as Estonian, Latvian,Lithuanian, Scandinavian and Finnish.

Internet portal

There are many impressing internet sites on culturaltourism, but the shortage of a policy of a united system is being felt by the internet users. There is insufficientinformation in foreign languages on the internet. In particular there is a shortage of day-to-day information on cultural events.

Recommendation:

A Baltic cultural tourism internet portal is recommended tobe set up to help internet users navigate into interesting siteson cultural tourism.

Food and drink quality regulations

The Baltic countries have proud agricultural traditionsand food processing regulations are strict in order toprotect the interest of the consumers. In Estonia suchregulations also restrict the opportunities to produce localcuisine and local beverages. It is not allowed to producehome-burnt brandy, the so-called “puskar” that has beena tradition for centuries. In some countries there are norestrictions on production for one’s own use, but one is not allowed to sell it. When some time ago an Estoniantourism farmer as a welcome drink handed out freesamples of such a drink to tourists, he was fined of 500 EEK (ca. 32 EUR). He earned that money back thanksto the good marketing from all the Estonian mediaattention. As a result of the demand, he now legallyimports the drink from Lithuania.

In Lithuania the regulations are different. It is illegal tomake such a traditional Lithuanian alcoholic drink like“moonshine” (barley brew distillate) for one’s own use.On the other hand it is allowed for individuals to producelocal beer. In Estonia this can be done for the commercialuse only by the industry.

In Estonia smoked food products like smoked fish can notbe produced without the producer having a license subjectto health inspection. In Lithuania everything that isproduced for public use should according to healthrequirements be tested to protect the consumers,including the tourists.

Recommendation:

Food and drink quality regulations should stay strict, butshould be balanced and acknowledge the need and value of providing tourists with samples of local cuisine and localbeverages that are not mass-produced.

Support in time

Though limited, state support is given to keep and restoremany buildings of cultural, historical and architecturalvalue. Events taking place in these locations can attractmore visitors. However, the policy of public authoritiesoffering support to culture institution that plan toorganize festivals, performances and other culture eventsis often so that the support can not be given more thansome months ahead of the event. This makes it difficultfor the organizers to do planning and internationalmarketing and give information to foreign partners intime since they often need to print catalogues on culturetourism trips 1,5 years ahead of the event.

Recommendation:

Public authorities should try to develop mechanisms toensure that organizers of cultural events, which can be usedto attract foreign tourists, can get information on supportclose to 2 years ahead of the events in order to ensure timefor sufficient planning and international marketing of theevent.

It is recommended that the state allocates more funding toadd value and renovate, restore and protect monuments,shrines, museums, archeological and historical places so thatthese places can attract more tourists and thus create moreincomes, thus fostering a sustainable development of theBaltic countries.

The Baltic countries are recommended to develop aninvestment policy to support investments in cultural tourism


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including the development of new tourist attractions withspecial emphasis on the creation of cultural tourism-relatedjobs in rural areas.

Pre-structural funds

The Baltic countries are developing policies to successfullymake use of the pre-structural and structural fundsprovided by the European Union. In all the Balticcountries activities linked to the development of culturaltourism are identified as valuable building stones inemployment policies, in particular in the non-capitalareas. Since cultural heritage objects are well-spread outover the country they can when turned into culturaltourism products create new work places. This can keepmore people settled in the region thus having a positiveeffect on regional employment and development.

Recommendation:

Activities linked to the development of cultural tourism arevaluable building stones in employment policies, inparticular in the non-capital areas, and should thus be a priority for the Baltic countries in the use of pre-structuraland structural funds provided by the European Union.


Photo:

Visit Estonia,Toomas Vendelin, Toomas Volmer, Tavi Grepp,

Lithuanian State Department of Tourism, Vilnius Municipality, Department of Economics, Tourism Division, Z. Nekroßius, D. Ramaniuk, M. Raßkovskis, E. Onaitis,V. ValuΩis,

Latvian Tourism Development Agency,Bauska Tourism Information Office, Jürmala City Council,Agency “Rîga 800”, Latvian Museum Association, Latvian National Opera,Lido, Leons Balodis,Aleksandrs Lebeds,Vilhelms Mihailovskis,Romvalds Salcéviçs, Valdis Semjonovs,AFI,Lauku Avîze, Neatkarîgå Rîta Avîze – Kaspars Krafts,Diena – Kristaps Kalns, Aivars Liepiñß, Ilmårs Znotiñß


Inspiration RîgaPils laukums 4 – 204 LV-1050 Rîga LATVIA Phone: +371 7321105Fax: +371 7321104E-mail: [email protected]: www.inspirationriga.com

Estonian National Commission for UNESCO 23, Suur-Karja Str. EE-10148 TallinnESTONIAPhone: +372 6441431Fax: +372 6313757E-mail: [email protected]: www.unesco.ee

Latvian National Commission for UNESCOPils laukums 4 – 206LV-1050 RîgaLATVIAPhone: +371 7325109Fax: +371 7222762E-mail: [email protected]: www.un.lv/unesco

Lithuanian National Commission for UNESCOSvento Jono Str. 11LT-2001 VilniusLITHUANIAPhone: +370 52107340Fax: +370 52107343E-mail: [email protected]: www.unesco.lt

UNESCO 7, place de FontenoyF-75352 Paris 07 SPFRANCEPhone: +33 145681000Fax: +33 145671690Web: www.unesco.org

Enterprise Estonia Roosikrantsi 11EE-10119 Tallinn ESTONIA Phone: +372 6279400Fax: +372 6279427E-mail: [email protected]: www.eas.ee

Documents

Baltic Cultural Tourism Policy Paper · According to the vision cultural tourism in the Baltic countries will by the year 2006 be an approved branch of the national economies and